Wednesday, January 26, 2005

STUFF : BUSINESS : FEATURES - STORY : New Zealand's leading news and information website

STUFF : BUSINESS : FEATURES - STORY : New Zealand's leading news and information website: "Whether it's the shirts for the local soccer team or saving whales, it seems companies are now looking for more than just a feel-good factor when it comes to donating to charity.

Instead of a cheque in the post, businesses want strategic partnerships, to build brand loyalty and to leverage off relationships with charities to create a win-win for both parties.
And though there is little doubt corporate New Zealand has been digging deep to help the victims of the Boxing Day tsunami, Victoria University marketing lecturer Jim Richard says taken as a whole, philanthropy, in its purest sense, is probably dead. "

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